New Logo and Identity for Assembly by Ragged Edge

Launched this Summer, Assembly is a new 121-room hotel in London’s West End, right on Leicester Square, designed and envisioned specifically for the traveller who doesn’t want to stay cooped inside their room all day — there are no TVs, mini bars, or phones in any room. There are, however, large pink plastic bunnies. The hotel is owned by Criterion Capital, “the largest landowner between Piccadilly Circus and Leicester Square”, and is managed by Bespoke Hotels, which manages over 200 properties worldwide. The identity for the hotel has been designed by London-based Ragged Edge. The competition focus on the experience inside the hotel. But young travellers don’t visit cities to hang out in their rooms. Our strategy aimed to combine the excitement of Airbn